Is the algorithm capable? Responsive brands say Facebook and Google have a problem

For new business owners, frequent appeals from loosely reasoned bans are time consuming and expensive.

Sullivan-Abeyratne says she lost £ 1,000 when she tried to promote her market research for Adaptista, an initiative to gather information on consumers’ needs for tailored clothing. Sullivan-Abeyratne paid a marketing agency to create fully accessible ads and had the images tested for inclusion by a consultant, ensuring that people with synesthesia and color blindness could comfortably view the ads. As the ads were quickly banned, there was no return on Adaptista’s investment.

In a statement to Vogue Business, a Facebook spokesperson said, “Our ad and commerce review systems use automated, and in some cases, manual review to verify content against our advertising and commerce policies. The app is never perfect, and our app team is constantly striving to improve our exam processes in order to both improve exam accuracy and provide a good user experience. “

With 2.8 billion users, Facebook’s potential to build brand awareness is significant, and according to Coherent Market Insights, the global adaptive clothing market is expected to reach $ 400 billion by 2026, up from $ 279 billion. dollars in 2017. However, when small independent brands remove content from major platforms, their growth is slowed and the stigma surrounding disability and medical issues is perpetuated, analysts say.

“An organic social media strategy can work, but it will take a lot longer. Social media is a numbers game: you reach a much larger audience [with paid social]”Says Phoebe Dodds, founder of digital marketing consultancy Buro155. Losing access to paid social tools makes marketing much more difficult, especially if they are targeting Gen Z.” By cutting certain brands out of their audience, it narrows their growth opportunities, limiting them to what they can achieve offline and organically, ”says Dodd.

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When Miga Swimwear launched a collection for women with disfigurement, disability and chronic illness in 2019, founder Maria Luisa Mendiola set aside more than 30% of the brand’s marketing budget for Facebook and Instagram. Ultimately, his Facebook account was banned from retargeting audiences and using Facebook’s shopping catalog because the brand’s website and messaging included medical terms such as “colitis” and “teratoma sacro.” -coccygeal ”. Mendiola says she has also been banned from remarketing, a tool that allows business owners to strategically position ads in front of target audiences when they browse Google, also because of the medical terms mentioned on the Miga site. Google did not respond to a request for comment.

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